Army Strong

McCann New York approached me to advise on the creative direction the US Army’s brand
campaign: Army Strong after a year of the campaign being applied by many IPG agencies and
the internal teams of the USArmy.

Several assets were not allowed to change, like logo, fonts and colour. It needed a solution that
could get around the brand being cluttered and being readapted across the hundreds of touchpoint.

I have always applied a theory to large brand programmes :
The larger you are the simpler your brand elements need to be.

With this in mind, I led the new creative direction with the team from FutureBrand London.
Creating a brand system all based around the US Army Camouflage of the soldiers uniform.
This approach to the USArmy’s brand ran for almost 8 years.

The work shown demonstrates the creative adaption by FutureBrand and many of the agencies
we worked closely with.

FutureBrand London